When Your Firm Is Growing Fast, Your Website Can’t Be the Thing Holding It Back

Key results

• Full site migration completed with SEO equity and editorial workflows preserved
• Multi-tiered navigation handles a broad service and industry footprint without sacrificing clarity
• Editorial team manages the platform independently post-launch, with no developer dependency for new content
• WCAG 2.1 AA accessibility compliance built into the platform from launch

If This Sounds Like You

Your firm is growing: new markets, new service lines, new offices. And your website is supposed to reflect that. But every new practice area needs a page, every new market needs content, and every one of those requests is sitting in a development queue that wasn’t designed to keep pace with a firm that isn’t standing still.

The people who know the most about what should be on the site, the partners and practice leads, aren’t the ones who can build it. And the people who can build it are already stretched. So content falls behind, the site starts to feel like a lagging indicator of where the firm is rather than a current picture of where it’s going, and the internal team spends more time managing workarounds than telling the right story.

You need a platform flexible enough to grow with the firm and accessible enough that the people closest to the work can drive it.

That’s exactly where Frazier & Deeter was.

The Situation

Frazier & Deeter is a top-50 accounting and advisory firm with clients and offices across the U.S. and internationally. They’re expanding into new markets and service lines, and their digital platform needed to keep pace without becoming a maintenance project that absorbed the internal team’s capacity.

The existing site’s architecture was creating friction at every turn. Navigation had become hard to follow as the firm’s service footprint grew. Editors were working around limitations rather than through them. Every new content need routed through a development queue not built for that volume. And the people with the most to say, the partners and practice leads who actually know the work, typically aren’t the ones managing the CMS.

Migrating to a new platform was the right call, but it had to preserve existing content, SEO equity, and editorial workflows through the transition. Rebuilding is only worth doing if you don’t lose what you already earned along the way.

What We Did

We migrated the site to a new WordPress platform organized around how the firm’s audiences move through it, not how the firm’s org chart is structured. That’s a meaningful difference: a professional services site organized around service lines and industries the way clients think about them, rather than the way internal teams categorize them, converts better and serves the firm better.

Multi-tiered navigation handles the breadth of services and industries without becoming overwhelming. Modular content patterns mean new service pages, market pages, and team sections can be added without custom development. WCAG 2.1 AA compliance was built in from the start. Post-launch, the content team spins up new pages for new markets without coming back to development for every change.

The migration preserved SEO equity and editorial workflows throughout. What the firm had built over time didn’t get erased in the process of building something better.

New offices, new practice areas, new markets: the content model supports all of it without requiring structural changes to the site. The partnership continues as the firm’s digital needs develop.

What This Means for You

If your firm is growing faster than your website can reflect, the gap matters more than it might seem. Prospective clients, prospective talent, and prospective referral partners all form an impression before they talk to anyone at your firm. If the site is six months behind where the firm is, that impression is wrong.

The fix isn’t a bigger development team. It’s a platform built so the people closest to the work can keep it current without asking for help every time something changes.
If your content team is filing tickets to do things that shouldn’t require a ticket, that’s the problem worth solving.

We work with professional services firms, multi-practice organizations, and fast-growing businesses on exactly these problems: platforms that scale with the firm, editorial independence for non-technical teams, and migrations that preserve what you’ve already built.